Abercrombie & Kent, Pioneering Global Ecotourism

Abercrombie & Kent, Pioneering Global Ecotourism

By
William Barnett, Terry Cumes, William Durham, Roderick Morris
2003|Case No.SI47

In 1962, Abercrombie & Kent began as a safari company in Kenya. The company has grown to offer environmentally friendly travel opportunities worldwide to primarily affluent Western travelers. This case explores how Abercrombie & Kent developed its ecotourism business , discussing the company’s vertical integration and belief in a “high yield, low impact” model. The case describes the company’s operations and marketing approaches in detail and concludes with challenges and directions for the future.

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